Moderating of Destination Image and Modifier role of Religiousness in Rural Tourism Development in ZebarKhan county

By review of Iranian tourism literature, it can be understand that religious has recognized as an important factor for tourism development in tourism destinations. Regarding this issue and in this way, the purpose of this paper is examine the important factors affecting rural tourism development from tourist's perspective by the role of religious and destination image. In the present study, Statistical population was the tourists of ZebarKhan county city during Spring and Summer of 2017. According to Morgan table, and Stratified Random Sampling method, 385 tourists were selected. In order to collect data, we used questionnaire. Reliability were measured by internal consistency. Validity were measured by convergent and divergent validity. Convergent validity measured by Average Variance Extracted and divergent validity measured by Fornell- Larcker criterion. To test modifier impact of religious, we first divided the sample into 2 separated groups. For this purpose, the participants were divided into two groups of high (more than 3) and lower (less than 3) based on religiosity variable. There were 147 patients in the first group (low) and 238 in the second group (high). Then we used group comparison approach of Structural Equation Modeling (LISREL). Results show without modifier role of religiousness, attractions, infrastructures and local people behaving have most impact factor to rural tourism development. By considering role of religiousness as a modifier role, religious could modifier the relationship between local people behaving and tourism development. It also modifier the relationship between attractions and rural tourism development. Moreover, destination image has played his moderating role.